Brand Development, Content Mapping and Copywriting

Audience: 
Fortune 500 Benefits Leaders and their Employees

Goal: 
Create a user-friendly website to increase brand awareness and drive sales leads

Need: 
Connecting more deeply with benefits professionals, selling thru to employees using the Castlight technology

​Challenge: 
Communicating the Castlight brand in an emotional way, while establishing the product's technological sophistication

Solution: 
A website that equally speaks to Benefits Leaders and their employees, demonstrating how the product works

My Project Role: 
Collaborate with brand team to develop brand positioning, top-level messages
Develop brand tagline (theme - actualizing healthcare benefits)  "What if you could impact employee health every day"
Write website copy: headlines, sub-headlines, Why Castlight, Solutions 
Map content to benefits leader pain points